Type of applicant company
设计机构
Country
中国
Company Website
https://www.zcool.com.cn/u/13363924/profile
Images
Brand of the Product
Mingren
Designer Name
UNKNOWN BRAND
Position of Designer
无
Target Consumer
7-14 years old teenagers and junior high school students
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS
Positioning
限量款/联名款/区域限定 Limited Edition/IP Collaboration/Located Edition
Design Story
As the trend toward health and wellness deepens, beverage consumption is shifting towards "drinking well" and targeting niche demographics. Mingren, a leading soda water brand, recognized the niche demand for daily drinking water among teenagers. In collaboration with Sunshine Youth Daily and a pharmaceutical university, leveraging its comprehensive R&D capabilities across the entire industry chain, Mingren Blue BUFF Soda Water aims to promote healthy growth for teens aged 7-14.
The design revolves around the dual needs of "parents purchasing" and "children drinking." The product concept cleverly borrows the gaming term "BUFF" to create a symbol of "health gain," transforming the value of health into a "social currency" that children desire. The visual presentation utilizes the popular colors of the co-branded Sunshine Youth Daily to build rapport. Using the "notebook" as a design starting point, the brand's three core selling points, zinc gluconate, sugar-free, and slightly alkaline, are clearly displayed through graded typography, quickly building parental trust. The brand and co-branded logos are displayed side by side, leveraging dual endorsements to enhance purchasing confidence.
Highlights
The product's core highlight lies in its iconic "Blue BUFF" symbol. Cleverly borrowing a familiar gaming term from teenagers, it transforms the health value of "nutrition supplementation" into a vivid, engaging, and easily communicated concept of "health gain," making the product a social currency that children are eager to own and share. The collaboration with "Sunshine Youth Newspaper" and its IP-inspired packaging significantly enhance the product's relatability and credibility. This not only precisely targets the niche market of 7-14 year olds, but also integrates Mingren's quality and pharmaceutical university research endorsement with the positive and healthy brand image of "Sunshine Youth Newspaper" in the minds of parents and children.
Market Performance
Mingren's "Blue BUFF Soda Water" has partnered with Sunshine Youth Daily, known as "China's No. 1 Youth Newspaper," to precisely reach the two million families of students aged 7-14. The product is backed by the trust of students and parents. Through Mingren's own distributor channels, mainstream e-commerce channels, and the co-branded partners' own channels, the product has been rapidly promoted, generating explosive sales growth.
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material
Craft
Soft film printing、local matting
Does the design solve the problems that are common across the product category? If so, please explain.
1. The Mingren brand colors are integrated with the color assets of "Sunshine Youth Daily," which hold a positive impression among young people. This not only creates a visual overlay but also synergizes brand values, naturally engendering trust and goodwill in the market from the co-branded partner.
2. The packaging utilizes a three-dimensional IP design, creating a vivid and three-dimensional image that enhances the product's appeal and memorability.
3. The design focuses on everyday scenarios and specific demographics, expressing this through the visual element of a "notebook," creating a strong connection between the product and the target audience's daily lives.
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
The materials used in this product are all recyclable and degradable。